Christmas, Halloween and Holiday Decorations Report 2012

The Ultimate Guide to the Consumer Market for Christmas, Halloween and Other Holiday Decorations

This research reports explores the consumer market for seasonal decorations, including indoor and outdoor decorations for Christmas, Halloween and other holidays throughout the year. It looks at both American household's holiday decorating traditions, as well as new purchases of holiday and seasonal decorations. The overall size and scope of the decorations market is defined, including retail sales by product type (e.g. Christmas tree balls, indoor lights, outdoor lights, etc.) and channel of distribution (e.g. general merchandisers, such as discount department stores; non-store retailers, notable internet and TV shopping; and specialty stores, such as hardware/home improvement, gift stores, craft and hobby and more).

>> Marketers can discover new marketing strategies and opportunities through this study of the holiday decorations consumer market.

In addition to providing market data for business strategy and planning, this research study places a special focus on the needs, desires and passions of the decorating consumers, specifically those who bought any seasonal decorations in the past year. Companies that design and develop seasonal decorations products, as well as retailers that sell these products, including internet and direct marketers, will benefit from the new insights presented in this report into the seasonal decoration customers' purchase behavior and mindset.

Based upon a survey conducted in early January 2012 in order to capture data about purchases for Christmas 2011 season, this report covers findings from in-depth quantitative surveys conducted among 1,238 consumers who bought any holiday decorations from January 1, 2011 through the end of 2011. The results from the 2012 survey are compared with results of a similar survey conducted in January 2009 among 1,049 consumers who bought any holiday decorations throughout the 2008 sales year, as well as a short survey conducted among 525 decorations buyers in January 2010 covering the 2009 sales year.

This report helps marketers and retailers tap into the psychology of people who buy these goods. The findings and insights presented in the report will help marketers and retailers understand the consumers' drives, motivations and passions in making their purchase and shopping decisions. This report will help marketers and retailers understand their consumers better. In this way, they can discover new marketing strategies and opportunities that will help them reach their target consumers more effectively and more productively.

This study brings a special emphasis not just on what seasonal decorations consumers buy, but also on how they decorate their homes for various holiday celebrations. It also provides insights into why they buy and where they shop for these goods. These insights translate directly into actionable strategies and tactics that marketers can use to build their businesses. Understanding the mindset of the seasonal decorations consumer, their desires and needs, is critical for companies to forge a path to market growth in this time of economic challenges.

With a focus on consumers and their buying behavior, needs, desires and preferences, this research study will include research data and statistics about:

• Holiday and Seasonal Decorations Market Size and Growth: What is the size of the holiday and seasonal decorations market, including the key product segments in the market, including indoor and outdoor decorations? How is the market segmented by type of product and channels of distribution? How rapidly is it growing? What are future growth trends in the seasonal decorations market?
• Demographics of the Holiday and Seasonal Market: What are the demographic characteristics that distinguish the prime target market for holiday and seasonal decorations marketers? What are the key demographic differences found among and between buyers of the different products and service segments (e.g., gender, age, generation, HHI, size, composition, ethnicity/race, education, etc.)?
• Buying and Shopping Behavior of Holiday and Seasonal Decorations Consumers: What are the primary characteristics of the consumers' buying behavior related to holiday and seasonal decorations? Where do consumers shop for the different types of products and services? What kind of shopping experiences do consumers crave and what kind do they disdain? What motivates them to buy seasonal decorations and how can marketers tap these motivators through branding and marketing communications initiatives? What factors influence their decision making in product purchase? How much do they spend buying each of the products and across the entire category? What are the popular price points for key products within the seasonal decorations market? What is the role of brand in product and services selection and shopping choices? How do different demographic segments differ in their shopping and buying behavior?
• Favorite Holiday and Seasonal Decorations Brands, Licenses & Stores: A major thrust of the research is to understand the brand preferences of holiday seasonal decorations customers in both their product selections and retail shopping choices. What are the top product brands based upon usage and brand awareness in this category? How do these competing brands rank in terms of consumer awareness and usage? What retailers do consumers favor for seasonal decorations purchases? And what licensed properties are most popular with decorations consumers?
• Psychographic Profile and Segmentation of the Holiday and Seasonal Decorations Markets: A psychographic profile of the seasonal decoration consumers is presented in this study. The profiles identify different types or personalities of consumers of these goods. These profiles identify each personality's drives and motivations in purchasing decorating products. By understanding the psychology of different types of shoppers, marketers will discover what factors are more or less important in driving each personality's purchasing decisions and how consumers' different attitudes and motivations influence what they buy and how much they spend. These insights will help seasonal decorations marketers and retailers better understand the hearts and minds of their consumers.

Consumer surveys delve deeply into purchase behavior and motivation

This report focuses on the results of two recent surveys among consumers of seasonal decorations: an in-depth survey fielded in January 2012 and in January 2009, as well as an abbreviated survey to update this study with information about decorations purchases throughout 2009 that was fielded in January 2010.

In-Depth Decorations Survey 2012

An in-depth survey among 1,238 holiday and seasonal decorations buyers was conducted January 7-18, 2012 covering purchases of decorations during the 2011 sales year. Survey respondents were qualified by income ($35,000 or more of household income) and age (24-64 years) and as well as whether they had purchased any seasonal decorations product in the past 12 months. Respondents were further qualified by the level of involvement and/or responsibility for decorating decisions with only those who were either primarily or jointly responsible for holiday decorating or purchasing responding to the survey. A total of 2,043 respondents were queried to identify those 1,238 consumers that met the survey qualifications and completed the survey. This represents an overall 65 percent incidence.

May 2012 (225+ pages in pdf)

Published Price: $3,995